Trying to figure out why your marketing message isn’t working?

Here are 3 questions to ask yourself…

1: Have we REALLY defined our ideal prospect?

It’s easy to skip the hard decisions needed to narrow down your ideal customer type, rather than negotiate the internal alignment required to aim at a clear target.

As a result, the “who’s our ideal prospect?” question gets glossed over with knee-jerk definitions like “CEOs of small to midsized companies.”

That’s a start. But it tells you nearly nothing about the specific goals, beliefs, and challenges your website messaging needs to address.

2: Are we telling the right story?

Even if you’ve defined your ideal prospect types, you may still default to writing website messaging that focuses too much on your company’s story, and not enough on your ideal prospect’s point-of-view.

Their quest, their beliefs, their challenges.

If you want your ideal prospects to see you as their best option, you need to first demonstrate that you understand their story better than anyone else.

3: Is our messaging concise, clear, and easy to digest?

B2B marketing tends to be riddled with meaningless platitudes like “best in class” and “leading provider of _.”

Thankfully, that type of stilted, company-centric language seems to be slowly dying out. But the truth is that it should never have existed in the first place.

B2B prospects aren’t robotic corporate stereotypes. They’re insanely busy, information-overloaded human beings.

No one is impressed by big words and dense copy. They’re impressed by relevance.

And the right prospects will engage when you demonstrate you truly understand them, their goals, and their challenges.